The Daytona International Speedway (DIS), home of this week’s 54th Daytona 500 has been working to expand the sports appeal to the users of social media and has launched a series of programs that will enable fans both at the track and at home to follow the race.

The effort actual started last Saturday night with the first event of the NASCAR season, the Budweiser Shootout, which kicks off its annual Speedweek push. In case you missed the race it was won in spectacular style by Kyle Busch.

Speedweek has something for just about any racing fan and a quick look at its web site shows a comprehensive wealth of information for the fans including overall schedules, FANZONE schedule, track activity and appearances by drivers to list just a few of the events.

However the outreach to directly interact with fans is on Twitter, where fans can join into conversations with drivers, teams, DIS and the media that track this sport. Look to add these onto your Twitter feed – with @DISupdates, #DAYTONA500, #BudweiserShootout, #GatoradeDuel, @NextEra_Energy Resources 250, #DRIVE4COPD300, #Speedweeks. For fans at the track on race day there is also contact @DIS_help and #DIShelp for customer service questions.

The track has been working to enhance its online and social media presence for some time and this push is a continuation of that effort. NASCAR’s Facebook page has over 2.5 million likes while Daytona’s has over 400,000.

“There’s a reason why Daytona International Speedway boasts the largest social media following of any racetrack in NASCAR,” said Daytona International Speedway President Joie Chitwood III said in a release. “During Speedweeks, we’ll continue our efforts to make it easy and enjoyable for fans to get closer to the sport, while also reaching out to our younger, more technologically savvy race fans.”

DIS said on Monday that they plan to make the 54th Daytona 500 and Speedweeks a memorable event in many ways, starting with the largest and most expansive social media effort in NASCAR to further engage fans at the “World Center of Racing” and at home.

“There’s a reason why Daytona International Speedway boasts the largest social media following of any racetrack in NASCAR,” said Daytona International Speedway President Joie Chitwood III. “During Speedweeks, we’ll continue our efforts to make it easy and enjoyable for fans to get closer to the sport, while also reaching out to our younger, more technologically savvy race fans.”

Join the conversation with DIS, media, teams and drivers on Twitter with @DISupdates, #DAYTONA500, #BudweiserShootout, #GatoradeDuel, @NextEra_Energy Resources 250, #DRIVE4COPD300, #Speedweeks, and contact @DIS_help and #DIShelp for customer service questions on race days. Don’t forget to also follow @NASCAR, and #NASCAR.

There is a free DIS app for both Android and Apple iOS smartphone users that will enable fans at the race as well as the less fortunate than could not make the journey track a wide range of events including receiving new articles.

For fans at the race the app includes a great deal of basic information of the type that can be invaluable including daily schedules, gate policies, directions, and interactive GPS facility and parking maps with search capabilities. There is even a feature called ‘friend finder’ to help locate friends at the various events. There will be QR codes located prominently all around the track that connect to the DIS app.

In addition there will be special QR that fans can use to enter a sweepstakes with NASCAR.COM to win tickets to the 2013 DAYTONA 500. Texting has not been forgotten as well as fans at the race can text DISINFO to 69050 for updates during events as well as information relating to gate opening times, parking and more. For information on specific questions fans can text DISFAN to 69050 and a live attendant will be on hand to respond.

I really like this proactive outreaching to fans by the DIS. For first time fans at the race the mobile app can be a life saver rather her than walking around lost and constantly asking for help. The range of information and content will likely augment fans enjoyment of the race regardless of if they are in attendance or not. I just hope that the tracks network is up to handling the increased traffic this push is likely to generate. I am sure we will hear the complaints if it does not.